First of all, we would like to express our sincere gratitude to the doctor readers who participated in the survey. Thanks to the doctors for their support in the busy work, the arterial network will continue to serve the development and progress of the medical industry. .
For doctors, the demand for mobile medical APP is relatively small, professional, and the purpose of demand is stronger. Therefore, the development trend of doctor-side mobile medical APP must be different from the traditional medical Internet industry.
In order to understand the doctor's demand for mobile Internet, to clarify the current situation of the doctor-side mobile medical APP market, to improve the use experience of doctors' mobile medical APP products, and to provide relevant users with research data for reference, we have released this for doctors. Mobile medical APP use survey report.
Currently, medical mobile Internet apps used by doctors can be divided into three categories:
One is a tool APP that assists doctors in diagnosis and treatment, realizes immediate patient management, and improves the efficiency of doctor services through information technology, including electronic medical record management tools, doctor-patient communication APP, and auxiliary medical treatment APP;
One is a knowledge service APP that enhances the knowledge level of doctors by providing value content such as technology, news, medical knowledge, such as medical file APP, medical information APP, and continuing education APP;
One is a link platform type APP that enhances the personal influence of doctors, such as seeking medical consultation APP, doctor community APP, and so on.
This survey is mainly based on the doctor resources of the arterial network platform. The report was produced by randomly sending questionnaires and collecting feedback questionnaires to analyze the research results. We collected about 1,000 questionnaires from doctors and users. The samples covered many medical service organizations across the country. From tertiary hospitals to primary medical institutions, the samples achieved full coverage of medical institutions and the samples were fully dispersed. Therefore, although this report is drawn, the results of its feedback are somewhat representative. The basic information of the specific survey data source is as follows:
Figure 1: Survey sample distribution
Reporting points of view:
In the doctor community, mobile medical APP coverage is high, while the number of individual user APPs is small, and the market increment comes from the user's diversified demand expression process.
The network is an important channel for mobile medical APP communication. Word-of-mouth communication still plays an important role in the development of mobile medical APP, which means that the practical attribute of “applying to the use of APP†becomes the key to product communication.
The trend of medical digitization is obvious. 77% of doctor users belong to high-frequency users of mobile medical APP (users whose frequency is greater than or equal to two days), and time cost becomes the biggest obstacle to APP use.
The gap between the knowledge service APP and the practical operation of the medical business, and the knowledge content can be learned, is the key to the favor of these APPs.
From the medical service periphery to the medical service link, it is the development trend of mobile medical APP, and the tool APP is the representative product of the medical service link.
Mobile medical APP coverage is high, three APPs can meet the needs of most doctors
Figure 2: Current status of doctor mobile medical APP use
The survey results show that the current coverage of doctor-side medical APPs in China is relatively high, and more than 86% of doctors have used medical apps that use doctors.
Figure 3: Distribution of doctor-related APPs
Above the number of apps used, "four or more" users are the most. However, it is worth noting that 58% of users have no more than 3 mobile medical apps. Compared with the multiple use requirements of doctors, 3 APPs are significantly less.
We believe that there are two main reasons for this phenomenon:
On the one hand, this may be because the function integration of the medical APP is strong, and the doctor can satisfy the use requirement by relying on a small number of APPs;
On the other hand, it may also be because doctors don't have time to use too many apps.
Figure 4: Doctor Mobile Medical App Knows Channel
In terms of knowing the way, doctors' knowledge of mobile medical apps is mainly from the Internet. More than 80% of doctors and users have learned about mobile medical apps from the Internet.
More than 48% of users have learned about mobile medical apps from their colleagues. This means that product word-of-mouth has a great influence on mobile medical APP. Word-of-mouth communication is an important way for mobile medical APP to expand. The APP that doctors are willing to spread must be an APP that helps their work scenes and business capabilities, which means the practical use of products. Value is becoming the key to APP's ability to increase its impact.
Per capita motivation is close to three, and “learning to use†has become the core value of mobile medical APP.
Figure 5: Doctor Mobile Health App Use Motivation Distribution
67% of users use APP for reasons of literature inquiry and learning; 50% of users use APP for reasons such as understanding industry knowledge and medical technology trends, and seeking knowledge is an important reason for doctors to use mobile medical APP. Therefore, providing functional modules that meet the user's knowledge needs in the mobile medical APP product can greatly improve the user demand of the APP product.
It is worth noting that patient management is highly correlated with family doctors, graded medical treatment and other recent medical reform policies. We combine past data to find that patient management is the fastest growing demand in recent years.
Among the six reasons for the use of the survey questionnaire, the overall choice of the survey participants was more dispersed, with 2.57 per capita vote, and the option of “the inter-doctoral communication†with the least vote was still 25% of the doctors who voted. This means that doctors use APP for a very diverse set of reasons. Companies can capture user needs through multiple paths to meet a user's needs, and in fact can cover a large group of doctors.
At the same time, it also shows that there are two types of enterprises that have obvious advantages in the industry competition of mobile medical APP. One is platform-based APP with more functional integration, the manufacturing traffic siphon effect gains competitive advantage; the other is deep-seated segmentation. Improve the demand for products while creating a closed loop of services, becoming a unicorn in the field of subdivision functions.
But in general, the latter also needs to provide relatively diverse application services to meet more user needs, and the knowledge service sector has shown serious homogenization in the mobile medical APP competition, but there are a large number of users behind it. Demand cannot be ignored, and should be a functional part that all APP vendors should consider.
Among doctors' favorite apps, knowledge learning apps are the most popular among users. More than 50% of doctors choose “Knowledge Learning App†as their favorite product category.
Doctors have high interest in use, and time cost has become the biggest obstacle to medical use.
Figure 6: Frequency distribution of doctor mobile medical APP use
58% of doctors use mobile medical apps every day. We define users who are more frequently than once every two days as high-frequency users. More than 77% of the surveyed population are high-frequency users.
The emergence of high-frequency users means that mobile medical care has become a trend. The immediacy and efficiency of mobile medical care are gradually liberating the value of doctors. The win-win situation between mobile medical manufacturers and doctor users has begun to appear.
Figure 7: Distribution of the duration of use of doctors' mobile medical apps
Nearly 90% of users use the APP for no more than 30 minutes, and more than 58% of doctors use the medical APP for between 16 and 30 minutes.
In fact, the degree of education is inversely proportional to the length of use. The undergraduate and below, master's degree and above are divided into two groups. We found that 35% of doctors with master's degree or above have a duration of no more than 15 minutes, and undergraduate and below. The proportion of the corresponding population of the doctors is only 20%.
Obviously, the degree of education is inversely proportional to the length of use. There are three reasons for this:
1. The higher the degree of education, the higher the level of the medical institution is, and the position of the medical institution is often more important. Therefore, the doctor spends less time on the medical APP, which affects the length of use of the mobile medical APP.
2. In the survey sample, doctors with undergraduate and below qualifications are largely from the grassroots level. The lack of primary medical information system makes this group of doctors more inclined to use mobile medical APP, which also reflects the number of doctors at the grassroots level. The demand for medical care is getting higher and higher.
3. In the collaboration of medical business, it is mainly operated by low-grade doctors. Such doctors are often undergraduate and below, and their work implementation process is more likely to generate demand points for mobile medical APP, which will increase the length of use.
Figure 8: Reasons why doctors do not use mobile medical apps
“Working busy, no time†is the main reason why doctors do not use mobile medical apps, and more than 52% of users have chosen this option. This kind of problem is precisely the opportunity for tool-based medical apps. Because the essence of the tool APP is to improve the efficiency of doctors, if the problem faced by other APPs is how to reduce the occupation time of doctors, the problem faced by the tool APP is how to create more for doctors by improving the efficiency of doctors. Time is free.
At the same time, the content of the knowledge service APP lacks practicality, and it is also an important reason for users not to use this type of APP. From the side view, this reveals that the knowledge service APP is often out of touch with the actual operation of the medical business, and the knowledge and literature provided by it. Difficult to land, for the tool APP, this is the core advantage of its products can compete with the information platform medical APP.
Mobile medical companies should improve the practicality of APP content, reduce low-value content, and let doctors "learn to use"; on the other hand, products should also reduce user cost and enhance the interactive experience.
Medical service scenario requirements are not fully met, and tool APP has market incremental space.
Figure 9: Scenes where doctors most want to get help from mobile medical apps
When asked “when do you most want to get help from a medical appâ€, more than 76% of patients said they needed help most when they encountered intractable diseases during the treatment; similarly, “confirm drug indications when prescribing†It is the third largest demand scenario, with 50% of doctors choosing this option. These two types of needs belong to specific medical service scenarios, and the most popular knowledge-raising needs of doctors before are only ranked second.
This may be because, although the knowledge service APP is the main reason why most users use medical apps, their user needs have been better met, and the urgency of demand is actually not high. On the contrary, the specific problems of doctors in the actual medical process, but now the most urgent medical application needs of doctors.
The tool APP can cut into the specific medical service link, and the tool APP that is rooted in the specific medical service scenario has a huge potential for time.
Knowledge learning APP is currently the most used, and mobile medical tools APP has the greatest growth opportunities in the future.
Figure 10: The most popular mobile medical APP category for doctors
Among the most commonly used medical apps, doctors of knowledge learning apps use the most, while brand promotion apps use the least.
Among the doctors' most commonly used medical apps, 67% and 56% of doctors chose the knowledge learning class and the doctor community class respectively. This means that mobile medical tools have the most urgent needs of doctors, but most commonly used by doctors. The APP is still a knowledge promotion class and a social app.
We suspect that this reason may come from two points:
1, the use of tools APP is not good, the current efficiency of the medical service process is not obvious
2, the user habits of the tool mobile medical APP have not been fully developed
Figure 11: Efficiency gains from the tool APP doctor
In the survey of doctors, only 11% of users said that the tool-based medical APP did not help to improve work efficiency, which indicates that the previous assumption 1 did not hold. Most doctors believe that tool-based products bring tangible and significant efficiency gains to their work, especially in the areas of clinical data collection, disease judgment, and automatic medical record entry. Therefore, the reason why the tool APP has not become the mainstream of medical APP doctors is that many doctor users have not developed the usage habits of the tool APP for various reasons.
The need for doctors to use mobile medical apps is essentially an increase in the value of a unit of time. We believe that the tool mobile medical APP is the most direct way to cut into this demand, but compared to the knowledge learning APP, such products develop late, the threshold is higher, and the current popularity is not enough. Tool mobile medical manufacturers should continue to strengthen. User education, let users understand the value of their products, while increasing product awareness, let users develop the habit of using tools APP. In the future, with the tool mobile medical APP reaching the doctor community, the influence of such products will be Gradually discovering it becomes an important force to improve the efficiency of doctors and liberate medical productivity.
Per capita seeking scenes up to 2.5, out-of-hospital patient management use scenarios are most popular
Figure 12: Doctor Mobile Medical App Demand Scenario Distribution
From the periphery of medical services to medical services, it is the development trend of mobile medical APP. In the demand ranking of medical service scenarios, more than half of the doctors chose the “out-of-hospital patient management†and “dynamic medical record†options. These two types of demand scenarios cannot be ignored. In fact, such results also reflect the most doctors at the emergence stage. Specific APP product functional requirements. On the contrary, the user who selected the “Recommended and Recommended for Assisted Diagnosis†scenario was 28%, and this type of demand was also significantly lower than the fourth-ranked remote patient communication.
The demand for medical scenarios for per capita mobile medical apps is as high as 2.5. The APP category that can cut into the medical service is the tool APP. For manufacturers, this not only means that the demand for tools APP is strong, but also means that there are multiple entry points in the market.
In general, regardless of the primary medical institutions or tertiary medical institutions, doctors have basically established the habit of using mobile medical apps. Almost all doctors have one or even several mobile medical apps, and many doctors are high-frequency users. .
However, this does not mean that the market space for mobile medical APP has peaked. In fact, the needs of doctors are very diverse, and the needs of doctors will be constantly explored and expressed as their cognitive upgrades and manufacturers' education deepen. Therefore, future mobile The growth process of the medical APP market is actually the process of constantly expressing the needs of doctors. The increase in the demand of doctors or the expression of potential demand will promote the diversification of product forms in the mobile medical market, thus bringing incremental and development to the industry.
We can clearly see in the survey that most doctors are actually eager to get help from mobile medical apps in multiple dimensions, especially at the business level, but the mobile medical apps they use today are often not used to meet these needs, such as Doctors are eager to get help with mobile medical apps in the voice/image input of medical records, but most of the doctors' most commonly used mobile medical apps are medical information apps.
We can understand that at the beginning of the development of mobile medical APP, the APP that can enter the medical industry firstly belongs to the platform information category or link type APP. Such APPs are actually not strongly related to the medical service process. The demand has not been met.
With the promotion of doctors' cognition and the education of some doctors' tools on the market, the doctors' group gradually realized that the original APP can improve its business efficiency in some aspects, instead of just an information platform or Linking tools, the deep-rooted business needs of doctors began to express. At a macro level, such needs are often related to the pain points of doctors' excessive occupational stress.
At present, the demand for scenes in the medical service sector has gradually become more prominent. Doctors have begun to seek work efficiency improvement and business capability improvement in mobile medical APP, which indicates the future development trend and opportunities of mobile medical APP. The development process of mobile medical APP is a process from face to point, from top to bottom, continuous refinement and deepening. The tool APP represented by this will seek development opportunities as more potential needs of doctors become more prominent. For doctors, the product logic of the tool APP will bring tangible efficiency to the daily medical work, and the role of the mobile medical APP will become a work assistant and efficiency tool from the link platform and knowledge portal.
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